Vice President Sales Medical Devices In Ca Resume Robert Lerma

Robert Lerma is a performance driven medical devices leader with successful track record of building, inspiring effective teams providing leadership for small & major medical devices companies. He is a results-oriented strategist, who secures executive consensus, creates partnerships, develops innovative strategies and plans that increase revenue.
View more...


Preview only show first 6 pages with water mark for full document please download


Los Angeles CA 91001 ♦ Home (626) 798-7221 ♦ Cell (626) 818-2512 ♦ [email protected] ROBERT LERMA VICE PRESIDENT -SALES EXECUTIVE PROFILE Performance driven medical devices leader with successful track record of building, inspiring effective teams providing leadership for small & major medical devices companies. Results-oriented strategist, who secures executive consensus, creates partnerships, develops innovative strategies and plans that increase revenue. Recognized for initiative, decisive decision-making, directional abilities with proficiency in change management, corporate culture, and market leadership. PROFESSIONAL EXPERIENCE Director Of Sales Veran Medical Technologies, St. Louis, Mo 2011 – Present Veran Medical., ( a privately held, start up Image-Guided Surgical Navigation (IGS) capital equipment and medical devices company. Developer of minimally invasive Interventional Oncology therapies sold to Interventional X-Ray, Interventional Radiology, Interventional Oncology, Thoracic Oncology, Interventional Cardiology, Interventional NeuroRadiology, CT suite, Angiography suite and Hybrid Operating Rooms. Recruited by General Manager to build a direct sales organization. Manage upstream/downstream sales channel/distributor relationship with GE Healthcare Interventional X-Ray to drive Capital Equipment Sales & Disposable Revenue for Image Guided Navigation Platform in CT and Angiography suites. Identify new business market opportunities for platform. Major Accomplishments:  2012 – Promoted to Manage new business segment: Interventional NeuroRadiology & InterventionalCardiology  Forge partnerships with key opinion leaders (KOL) at leading academic institutions to develop new market segments.  Created and managed 1st Interventional X-Ray EM Navigation Professional Education MD course with GE.Healthcare  Developed corporate partnerships to grow & expand Image Guided navigation platform into RF ablation market.  Formulate Capital Equipment Sales forecasts, budgeting, promotional campaigns and ROI metrics.  Successfully orchestrated partnerships with Key Thought Leaders. Resulted in Image Guided Surgery Navigation adoption by UCLA, City of Hope, Banner Good Samaritan Hospital, UCSD, UC Irvine and VA Hospital-Phoenix. Director Of Sales Senorx Inc., Irvine, Ca (Company Sold & Acquired by CR Bard, Tempe, AZ) 2009 – 2011 Senorx Inc., ( was a publicly-traded, leading developer of Interventional Radiology & Oncology Imaging Capital Equipment for Interventional procedures performed in Stereotactic X-Ray, MRI and Ultrasound. Developer of Brachytherapy implants, and medical devices with annual revenues <$60M in revenue. Medical devices sold to Interventional Radiology, Mammography, General Surgeon, Radiation Oncology, MRI, Hospitals, Operating Room, Imaging Centers and Physician Offices. Promoted by CEO to rebuild, strengthen and champion change leadership. Increased revenue <$60M from $48M by acquisition in 2010. Led National Sales organization of 7 Region Directors, 65 Account Managers and 2 International Sales Directors-Asia/Europe. Effectively managed full P&L and sales margin targets. Reformulated strategic & tactical plans to over achieve corporate revenue objectives in preparation for sale of company. Major Accomplishments:  2010 – Led Exit & Change Strategy team leading to sale of the company.  2010 – Created 1st Surgeon & Radiation Oncology MD mentoring program for Brachytherapy portfolio.  2010 - Created and implemented sales, marketing and communication tools including direct mail program, sales tracking, client and inventory management databases  2009 - Restructured sales plans, developed and implemented new sales tools; shortened sales cycle by 25%.  2009 - Generated >$12M in new sales revenue; $3M from Europe, $2M from Asia.  2009 - Grew Brachytherapy implant business >300% vs. prior year sales revenue  2009 – Promoted: Director of Sales. Reversed (- 23%) sales revenue trend in first 6 months. Finished 2009 positive 12%. Director Of Sales Allergan Medical Inc., Irvine, Ca (Company Sold & Acquired by Allergan. Formerly INAMED Aesthetics, Santa Barbara, CA) 2005 – 2008 Allergan Medical Inc., ( a publicly-traded, global leader in Rejuvenation and Surgical Aesthetics for Plastic, Cosmetic and Reconstructive Breast surgery, Facial aesthetic procedures and Bariatric surgery (LapBand) with annual revenues in excess of $3.9 billion. Recruited by Executive VP to restructure sales and field marketing organization to improve focus, accountability and grow revenues. Managed Sales, Field Marketing, Account Management and Professional Education. Re-built and developed team of 8 Regional Directors, 125 Account Managers with full responsibility for P&L, budgeting, forecasting and cost controls. Major Achievements:  2008-2005 Grew sales $26 million to >$81 million in company’s core stagnant product line – Breast Implants.  2007 – Cultivated partnerships with Key Thought Leaders to evaluate new technologies, coordinate clinical data for US commercial re-launch of Breast implant product portfolio.  2007 - Developed DTC marketing toolbox, Launched program for MD practice enhancement for patient outreach; Established Field Marketing function for tactical execution. Increased patient census and revenue by >10% first 4 months.  2006 - Regained market leadership in key geographic markets where sales decreased 30% prior three years by restructuring team, re-converting lost clients and converting new customers from competition.  2006 - Created Professional Education “MBA” program: Masters Breast Aesthetics designed to educate plastic surgeons on proper techniques in Breast Enhancement Implant surgery.  2006 – Instituted cost reduction & expense policies and guidelines to reduce overspend and maximize profit margins.  2005 - Developed / Implemented Strategic Plan identifying opportunities and actions necessary for Inamed’s success with annual increase of >10% facial aesthetics; >21% Breast implants.  2005 - Implemented discipline, processes and CRM systems necessary to improve sales productivity. District Sales Manager Bard Peripheral Vascular, Tempe, Az 2004 – 2005 Bard Peripheral Vascular ( is a publicly-traded, developer of Peripheral Vascular Stent and Graft implants, Balloon Catheters and CVC filters used in Endovascular, Fluoroscopy, Interventional Radiology, Cath Lab, Vascular Surgery and Cardiology for the intervention and treatment of peripheral, arterial and aortic vascular disease with annual revenues in >$1.9 billion. Recruited by VP of Sales to revitalize a demoralized sales organization with declining revenues and market share from previous two years. Accountable for increasing sales and rebuilding team of 9 Territory Managers with responsibility for regional P&L, budgeting, forecasting and cost controls. Major Achievements:  2004 - Led turnaround situation in 1 year by revitalizing sales organization ranked last to award winning sales performances.  2004 - Winner: President’s Club, District Manager of the Year, Chairman’s Club and District of the Year.  2004 - Team Achievements: Generated highest sales revenue & percentage growth increases amongst all 8 districts nationwide.  2004 - Talent Development: #1Rep of the Year; 6/9 direct reports finished Top 10 Nationwide; 7/9 direct reports achieved sales over quota; 6/9 Reps achieved President’s Club & Bard Optimum Award for outstanding sales achievement.  2004 - Successfully re-converted 11 KOL surgeons lost from previous two years resulting in an revenue increase of $1.2 million.  2004 - Developed Sales Training curriculum for new hires focused on surgical procedure based selling techniques.  2004 - Authored, developed and implemented new district sales metrics tools; shortened sales cycle 40% conservatively. Region Sales Manager Covidien, Energy Based Solutions., Boulder, Co (Division & Product portfolio (Radionics) acquired & sold to Integra Lifesciences, Plainsboro, NJ) 2002 – 2003 Covidien ( a publicly-traded, leading developer of Minimally Invasive Medical Devices and advanced Radio Frequency (RF) energy based Capital Equipment: Neurosurgery, Neurosurgical Ultrasonic Ablation, Stereotactic Radiosurgery, (IGS) Image Guided procedures and Plastic Surgery –Argon Beam Coagulator and Electrosurgery systems. Annual revenues >$11 billion. Hired by VP of Sales to curb high attrition, declining sales and market share from previous 3 years. Responsible for development of 8 sales professionals, 1099 distributors with responsibility for regional P&L, budgeting, forecasting cost controls and training. Major Achievements:  2003 - Led turnaround of under performing region doubling monthly sales of disposables of installed capital base.  2003 - Transformed culture from a product transaction focus to customer needs, solutions based focus.  2003 - Achieved: 125% of business plan; 104% in Disposable Sales Revenue; 150% in Capital Equipment sales.  2003 - Team Achievements: #1 Capital Equipment Neurosurgery—CUSA technology. # 1Key Product Category  2003 - Talent Development: Developed: Rookie of Year, Rep of the Year, 2 Eagle Winners (>100% in 7 product categories), EDGE Winner (> 120% plan) and FOCUS Winner (> 200% plan).  2002 - Developed sales forecast tools and ROI metrics that quickly focused efforts on most viable opportunities. Region Business Director –Medical Devices Johnson & Johnson., New Brunswick, NJ 1994 – 2002 Johnson & Johnson ( a publicly-traded company and the world’s largest, most diverse medical device and diagnostics company with more than 250 operating companies in 60 countries with annual revenue in excess of >$80 billion. Promoted on multiple occasions rapidly advancing within several Johnson & Johnson Companies holding positions of increasing responsibility. Responsible for P&L, Forecasting, Sales Quota development, Compensation Plans, KOL development, Professional Education and Sales Planning & Training. Major Achievements:  Promoted 8 times, from Sales Rep to Regional Director for a prestigious medical devices company. o Expertise: Neurosurgery – Cranial, Spine; Cardiovascular Surgery, Vascular Surgery, General Surgery, Plastic Surgery, Gynecology and Urology.  Propelled growth for an emerging surgical technology business for the Ethicon franchise. o Capital Equipment Sold: Radio Frequency (RF) Energy Equipment, Bi-Polar Hysteroscopy system, OR Fluid Management system and Indigo Laser –Urology.  Led, Mentored and Developed 8 Division Managers, 52 Territory Managers for succession planning opportunities.  As Division Manager, formulated all aspects of Direct To Consumer Marketing and managed budget associated  Reversed an underperforming Division ranked last nationally and Led to an award winning sales organization  Led Product Launch of 2 Radio Frequency (RF) Ablation medical devices in surgical Gynecology and Female Urology  Created 1st professional education surgeon course in support of Radio Frequency (RF) launch to US market  Winner: 2 Glamour Prize (President’s Club), “Most Improved” Division Award, JNJ Standard of Leadership Award , Rookie of the year, 2 Neurosurgery-Spine National Awards, 2 Cardiovascular National Awards, JNJ Ring Club & Watch Club.  Talent Development Achievements: Developed/Hired: 2 Rookie of the Year, 3 Rep of the Year, 6 Glamour Prize Winner’s, and multiple JNJ Ring Club, Watch Club and Pinnacle Award winner’s. Johnson & Johnson Career Progression: *Regional Director *Division Manager *Division Manager *Director, Sales Planning & Training *Marketing Development Manager *Field Sales Trainer *Surgical Specialist *Sales Representative * Territory Assistant University of California, Los Angeles (UCLA) – B.A. Degree. EDUCATION